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Mobile Marketing: Providing relevant content dynamically

January 3rd, 2013
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It’s always fascinating to dig into research on the world of marketing. While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart:

 

 

Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement.

I think this is a great oversight on the part of marketers active in the mobile marketing channel.

When someone interacts with your mobile website — or your regular website — on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop.

And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk.

For B2B marketers, that means you are potentially reaching that person away from a traditional business setting.

Additionally, consumer marketers must consider the possibility that the mobile customer might even be actively shopping and engaging in showrooming, where they are in a brick-and-mortar store and looking at price or feature comparisons.

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